Google has launched its Universal Commerce Protocol (UCP) in Australia, allowing shoppers to complete single-item purchases directly within Search, AI Mode and the Gemini app.
Australia is the first market in the Asia-Pacific region to go live with the protocol. Kogan Group and The Iconic are among the first retailers trialling the feature, alongside Adore Beauty, Bunnings and Petbarn.
The announcement was made at Google Marketing Live in Sydney, where more than 800 advertisers, marketers and industry representatives gathered at the Horden Pavilion.
Kogan CMO Karl Winther said the Kogan.com platform was founded to make shopping more affordable and easier for all Australians.
"Google AI Mode shopping is the next step in that journey," Winther said. "Customers can research, decide, and buy in one conversation. As a pioneer in Australian online retail, we're proud to partner with Google and bring this to where our customers already are.”
Mel Silva, managing director of Google ANZ, told the event that local research found Australians trust Google to power shopping agents more than any other platform.
The launch coincided with Google's AI Max for Search tool moving to general availability in Australia and New Zealand. The tool automatically tailors ad copy to conversational search queries.
Telstra's Emir Kazavic told the event that AI Max for Search had contributed to a 52 per cent increase in SIM orders and a 36 per cent reduction in cost per order.